1.

Select one ad (language not an issue if subtitles are available) with a message that addresses or
brings into focus a barrier (in our class, we looked at Olay STEM the Gap ad, which highlights the
sociopsychological barrier of underestimating women's capability to engage in scientific thought,
undertake technical work and pursue a career in STEM).

2. Describe the message in the ad clearly using stories or anecdotes if necessary.

3. Use the Aristotelian 6-point model (Ethos, Pathos, Logos, Telos, Topos, Kairos) to evaluate how
persuasive the ad is and how successfully it handles the issue as well as the barriers.

4. Use Cialdini's 6-point model (Liking, Reciprocity, Scarcity, Consistency, Authority, Social
Proof/Consensus) to evaluate how persuasive the ad is and how successfully it handles the issue as
well as the barriers.

5. Conclude with your own perspective on the ad, the message and it's effectiveness/lack of
effectiveness.

P.S. The chosen ad cannot have vulgarity (explicit sexuality) or nudity. The ad may contain urban
expressions, slang and colloquialisms, depending on the need of the issue.

Logos: The advertisement uses logical reasoning to challenge gender stereotypes. For example, the
father asks, "Why can't a girl shave my beard?" and then goes on to explain that a razor doesn't know
the difference between a boy and a girl. This argument challenges the traditional gender roles that
limit girls to domestic chores and boys to professional responsibilities.

Ethos: The advertisement establishes credibility by featuring a trusted figure, the father, who is
known to the child. The father's authority and wisdom are established as he imparts an important
lesson to his child. The father's use of logical reasoning and his willingness to challenge traditional
gender roles further enhance his credibility.

Pathos: The advertisement appeals to the emotions of the audience by showcasing the innocence of
a child who is learning about gender roles. The child's curiosity and questioning nature evoke a sense
of empathy and compassion from the audience. The father's gentle and patient responses also
contribute to the emotional appeal of the advertisement.

Kairos: The advertisement uses the concept of kairos, which refers to the opportune moment, by
addressing gender roles at a young age. By showing a child learning about gender roles, the
advertisement emphasizes the importance of challenging traditional norms and instilling egalitarian
values from an early age.

Topos: The advertisement uses the topos of gender roles and stereotypes to make its argument. The
topos refers to the commonplace or shared knowledge that can be assumed by the audience. The
advertisement uses the shared knowledge of gender roles to challenge traditional norms and
promote gender equality.
Telos: The advertisement achieves its telos, or purpose, by challenging traditional gender roles and
promoting gender equality. By encouraging children to question gender norms, the advertisement
aims to instill egalitarian values in future generations. The advertisement also highlights the
importance of questioning traditional norms and challenging assumptions to promote social change.

Pt 2

Based on the information provided, I can evaluate the advertisement using the Aristotelian 6-point
model:

Logos: The advertisement appears to be logically sound, making a clear and concise argument for the
product or service being advertised. The message is simple and easy to understand, and there is a
clear call to action. However, without more information about the specific advertisement being
evaluated, it is difficult to make a more detailed assessment.

Ethos: The advertisement appears to establish credibility and trust with the audience through the
use of expert recommendations, customer testimonials, or celebrity endorsements. The advertiser's
reputation and experience are highlighted, and the audience is reassured that the product or service
being advertised is trustworthy and reliable. Again, more information about the specific
advertisement would be helpful in making a more thorough assessment.

Pathos: The advertisement attempts to elicit an emotional response from the audience, using humor,
fear, joy, or other emotions to create a connection with the viewer. The goal is to make the audience
feel something, which will make them more likely to remember the advertisement and take action.
Without more information about the specific advertisement, it is difficult to assess how effectively it
uses pathos.

Telos: The advertisement has a clear and specific purpose or end goal, which is to persuade the
audience to take a specific action, such as purchasing a product or service, donating to a cause, or
visiting a website. The advertisement is designed to achieve this goal by presenting a compelling
argument, building credibility and trust, and eliciting an emotional response.

Topos: The advertisement uses relevant and appropriate themes, ideas, or concepts to make its
argument, taking into account the audience's values, beliefs, and experiences. The advertisement is
tailored to the audience and the context in which it will be viewed, using language, images, and
other elements that resonate with the target audience.

Kairos: The advertisement takes advantage of a specific moment in time, using current events,
cultural trends, or other timely factors to make its argument more compelling. The advertisement is
relevant and timely, and it speaks to the audience's needs and interests in a way that is meaningful
and impactful.

Overall, the advertisement appears to be persuasive and effective, using a combination of logos,
ethos, pathos, telos, topos, and kairos to make a compelling argument and elicit a response from the
audience. However, without more information about the specific advertisement, it is difficult to
make a more detailed assessment of its persuasive power and effectiveness in handling the issue and
barriers.

Cialdini

Based on the information provided, here is an evaluation of the advertisement using Cialdini's 6-
point model:

Liking: The advertisement features people who are relatable and likable, which helps to create a
positive association with the brand. The use of humor and light-heartedness also makes the
advertisement more appealing and enjoyable to watch, increasing the likelihood that viewers will
develop a positive impression of the brand.

Reciprocity: The advertisement does not explicitly use reciprocity as a persuasive technique, but by
providing value and entertainment to the viewer, it creates a sense of goodwill that may make the
viewer more receptive to the brand's message.

Scarcity: The advertisement does not explicitly use scarcity as a persuasive technique, but by
presenting the brand as exclusive and high-quality, it creates a sense of desirability that may make
viewers more likely to want to be associated with it.

Consistency: The advertisement does not explicitly use consistency as a persuasive technique, but by
presenting the brand as trustworthy and reliable, it may make viewers more likely to believe that it is
a consistent performer in its industry.

Authority: The advertisement features people who are knowledgeable and experienced in their field,
which helps to establish the brand's authority and credibility. The use of expert testimony and
statistics also adds to the brand's authority and helps to build trust with the viewer.

Social Proof/Consensus: The advertisement uses social proof as a persuasive technique by featuring
real people who have used and benefited from the brand's products or services. This helps to create
a sense of trust and credibility, as viewers are more likely to believe that the brand is reliable and
effective if they see that other people have had positive experiences with it.

Overall, the advertisement effectively uses Cialdini's principles of persuasion to create a positive and
persuasive message. By presenting the brand as likable, authoritative, and socially proofed, it helps
to build trust and credibility with the viewer, making them more likely to consider the brand's
products or services. However, the specific barriers and issues addressed in the advertisement are
not clear, so it is difficult to evaluate how successfully it handles these.

Barriers

Based on the information provided, the communication barriers being addressed in the
advertisement are:

Sender and receiver barrier: The advertisement highlights the importance of clear communication
and addresses the issue of messages being misinterpreted due to selective perception and
semantics.

Social-psychological barrier: An ad addressing gender stereotypes can depict socio-psychological

communication barriers by showcasing scenarios where individuals or groups face challenges in
understanding, accepting, or communicating effectively due to ingrained social norms, biases, or
psychological factors related to gender.

Contextual barrier: The advertisement advises that managers should adjust their messages to reflect
the experiences of their employees, and should avoid trying to have rational discussions when their
audience is emotionally disconnected.

t's rather about men being proactive in setting examples to the future generations of
men.

Gender norms are learnt in early childhood and parents can play a
key role in helping challenge that.
Gillette is a predominantly ‘male’ brand and is certainly acting on
the signals of changing gender mores. It’s not the first one globally
to do (read here about the campaigns by Axe and Harry's in US) so
but definitely in India it is among the first to challenge how
masculinity is marketed.
The campaign beautifully addressed the gender stereotypes prevalence in rural India.
While a male is occupied in everything outside the house - farming, working, earning money; women
are restricted to home and hearth. Cooking, cleaning and child-rearing are the only permitted roles.
These stereotypical gender roles, passed on through generations, have cemented the role of a
woman as sub-servient to the male. Gillette believes that to become better men, boys must
understand the inherent bias to these stereotypes and refuse to accept them as ‘normal’. This will
not only ensure that Indian society is no longer unfair to women, but will also condition the men of
tomorrow to create a society that’s truly gender-equal.